Indonesia is a fascinating country! It is the world’s 4th most populous nation, home to the largest Islamic community and a rapidly growing economy, ranking 10th worldwide in purchasing power parity
Its grocery market landscape is equally captivating! Traditional markets still hold 76% of the share. However, modern retail is rapidly expanding in urban areas as city shoppers seek convenience, one-stop shopping solutions
Click on graph for best experience
In this post, we explore why Super Indo, is Indonesia’s #1 supermarket chain.
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Founded as a joint venture with Ahold Delhaize, Super Indo blends the convenience of minimarkets like Alfamart and Indomaret with a broad assortment rivaling hypermarkets like Hypermart—leveraging global expertise from a group present on 3 continents
The Lion Roars in Indonesia
🇮🇩 Super Indo in Indonesia is sharing one thing in common with:
– 🇧🇪 Delhaize in Belgium
– 🇺🇸 Food Lion in the USA
– 🇷🇴 Mega Image in Romania
➜ the iconic lion logo
This shared symbol is more than just branding! Super Indo follows the same key success factors (KSFs) that have propelled these retailers to the top of their markets:
1. Strong fresh food offering
2. Efficient store operations
3. Competitive pricing
By merging global expertise with local preferences, Super Indo has become Indonesia’s #1 supermarket chain. Its slogan, LEBIH SEGAR – LEBIH HEMAT – LEBIH DEKAT (More Fresh, More Affordable, More Close) reflects the group worldwide commitment to freshness and affordability, while ‘closeness’ highlights its strategy to compete with highly popular minimarkets
LEBIH SEGAR
Freshness is at the heart of Super Indo’s DNA, reflected in its comm: “Super Indo Super Segar” (Super Indo, Super Fresh). Around 30% of the shopfloor is dedicated to fresh food and replenish 2-3 times per day
Fresh Produce – Market Style
The fresh produce section is the first thing shoppers see upon entering. Fruits and vegetables are displayed in shipping containers or special baskets, ensuring efficiency while maintaining a market-style feel
There is a balanced mix of well-known staples alongside local favorites such as local favorites such as salak (snake fruit) and kangkung (water spinach), catering to diverse tastes and cooking traditions
Self Service Meats & Seafood
Super Indo’s fresh Seafood and Meats section combines market-style freshness with self-service convenience. Unlike in Western stores, shoppers here pick their preferred cuts themselves before handing them to the staff for weighing
The meat selection covers all parts of the animal, even feet and organs! For seafood, the entire fish is sold rather than pre-cut portions, ensuring maximum freshness. Live aquariums let customers pick the freshest catch straight from the water
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Fresh Cross-Selling
Super Indo boosts cross-selling by placing sauces and spices in carton boxes atop vegetable racks, prompting shoppers to grab complementary items while maximizing efficiency and revenue
Committed to Responsible Sourcing
Super Indo places a strong emphasis on Responsible Sourcing and Environmental (RSE) initiatives, ensuring that its products align with ethical and sustainable practices.
A wonderful example is its cage-free eggs, providing customers with a more engaged and environmentally friendly choice
They are also incentivizing customers to forgo plastic bags “Lebih Asik Tanpa Kantong Plastik” (More Fun Without Plastic Bags). It was the first supermarket in Indonesia to give customers incentives to not use plastic bags
Super Indo prioritizes freshness with its LEBIH SEGAR promise, offering top-quality produce. It’s also dedicated to being LEBIH HEMAT, proving that great quality doesn’t need to come with a high price tag
LEBIH HEMAT
Shopping at Super Indo gives a good sense of the cost of living in Jakarta and Indonesia. A basic grocery basket with 3 bananas, 10 eggs, bread toast, 1kg chicken, kitchen paper, 1.5L local mineral water, 1L milk, 1L orange juice, 200g butter, and 200g cherry tomatoes costs around ~15 EUR/USD
This reflects the relatively affordable prices of daily essentials in Indonesia compared to Western countries
To put this into perspective, here’s a comparison of a small bottle of Coca-Cola (500-600 ml, 20 oz) in different countries: USA 🇺🇸, Mexico 🇲🇽, Europe, Japan 🇯🇵, Australia 🇦🇺, and Indonesia 🇮🇩
Let’s now explore the deals and discounts that help shoppers get more for their money
Because it Rhymes
By adding “Super” to Promo, they’re not just creating a playful rhyme —Super Promo, Super Indo— they also echo their global DNA. These deals are a cornerstone of their commitment to affordability
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Fresh This Week!
The “Pilihan Segar Minggu Ini!” (Choose Fresh This Week!) deals are Super Indo’s fresh weekly specials, designed to offer great value on select fresh products. A key aspect of these promotions is their rounded pricing strategy, where items are often priced at convenient figures, such as 15,000 IDR (~0.90 EUR/USD)
Smart Pricing Strategy
At Super Indo, fresh food prices are displayed per 100g, making them appear more affordable. This differs from other markets, where prices are shown per pound in the U.S., per kg in Europe, and per 500g in China
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365: A Trusted Private Label Across Borders
Super Indo’s 365 private label offers affordable, high-quality essentials, showcasing the retailer’s expertise in budget-friendly yet reliable products. This brand, also found in Delhaize Belgium, caters to value-conscious shoppers
Super Indo delivers on affordability with their LEBIH HEMAT promise, while also prioritizing accessibility. With LEBIH DEKAT, they bring convenience to your doorstep, offering a wide range of products and clear signage for easy navigation
LEBIH DEKAT
Super Indo operates around 180 stores across Indonesia, primarly on Java Island
The chain focuses on urban and suburban areas
Shop with Ease
One standout feature is the clear, intuitive signage, making shopping a breeze. From the moment you enter, the store’s visuals help you easily find what you’re looking for—whether it’s cold drinks, fresh produce, or frozen goods—plus treats like Naget and Es Krim, Super Segar (super fresh) products, and ongoing Super Promo
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Shelves of Heaven
Just like the store itself, Super Indo’s shelves are a harmonious mix of local essentials and global favorites. Everyday staples like Indonesian rice, instant noodles, and Sumatra coffee sit alongside imported cookies, cereals, and international sauces
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This thoughtful curation ensures that shoppers can find both familiar comforts and exciting new flavors, all in one place
Super Asian Taste
This section, designed to cater to a diverse range of Asian culinary traditions is divided into four: two for Korean flavors, one Japanese cuisine, and the last offering a blend of Thai and Hindi ingredients. This clearly highlights that the K-Food craze is alive in Indonesia
Brand Partnerships
Super Indo’s success is fueled by strong brand partnerships, with eye-catching in-store displays that showcase products and engage customers
SUPER CONCLUSION
Super Indo continues to solidify its position as the #1 supermarket in Indonesia, thanks to its perfect execution of the “LEBIH SEGAR – LEBIH HEMAT – LEBIH DEKAT” promises. By offering fresh products at affordable prices and making them easily accessible in a convenient store format, Super Indo has successfully connected with local urban communities while also appealing to broader groups, such as expats looking for familiar products and flavors.
Have you ever visited a Super Indo store? We’d love to hear about your experience! Share your thoughts in the comments below—we’re excited to learn from you!
We hope you have learned a lot about Super Indo—now it’s time to see it in action! 🎥✨ Experience the store in stunning 4K video below ⬇️ There’s so much more to discover too
Store Address: Super Indo Duren Tiga
Jl. Raya Pasar Minggu, Duren Tiga, Kec. Pancoran, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12860, Indonesia
Click here for google map link
Thank you very much for your interest in this store
We really hope you enjoyed this post and video, and that it inspires you
Have a wonderful time 😁
The WizArno Team
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* Worldbank: https://www.worldbank.org/en/country/indonesia/overview
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